FINAL PRESENTATION AND CHECKING THE CONSISTENCY OF YOUR MARKETING PROGRAM Dr. Dawne Martin April 24, 2012 MKTG 241

Presentation Guide 7-10 Minutes Introduction (5 points) Short overview of the industry, the driving forces (e.g. external changes that are impacting the industry) and the opportunity (5 points) Short introduction to your company concept Market Analysis – characteristics of the market and its customers (5 points) Identify and define your market (demographics, size of market, etc) Why do customers need your company? What is the expected size and growth rate of the market Competitive Landscape (5 points) What is the competitive landscaping – number, size, and competitive practices (e.g., price competition, innovation competition) Description of your most significant competitors

Target Market and Value Proposition( 10 points) Describe the segmentation variable use, the size and growth of market – why is this the best market Value Proposition – Describe the specific, unique value that you will deliver to customers relative to competitors Marketing Strategy – how will you deliver the value proposition—be specific (15 points) Product or service description – focus on what makes you different Pricing – how will you price relative to the competition – be specific about pricing Place – location or channels of distribution needed – any key partnerships – costs associated Promotion – how will you attract attention of your target market? How much will these activities cost Finances (5 points) – Very short explanation of your start- up costs, your sales forecast and initial profit or loss, along with the start- up investment Wrap up with summary and pitch for company Other Assessments Presentation Quality (10 points) – Please see the College of Business Administration Presentation Rubric in the Assignments Folder on K-State Online Where the visual aids effective, clear and visible?

Checking the Consistency of Your Marketing Plan Choose of Target Market Is the market large enough to be profitable? Growing? Profitable? Does your value proposition resonate with the market? Value Proposition Are you focused on creating value for your customer? Have you created sustainable competitive advantage? Product Have you added features and supplemental services to sustain your value proposition? Have you considered the customer experience? How does your product or service stack up against competitors

Checking Consistency Pricing Is you price based on value created for the customer? Have you priced to cover fixed and variable costs? Are your price promotions consistent with your value proposition and needs of your target market? Channels of Distribution Will your channels of distribution (if any) provide the services your customer needs? Stocking product and complements in a timely manner? Providing the sales effort and knowledge? Providing services? Providing financing?

Checking Consistency Promotion Have you chosen a promotional message consistent with your value proposition? Does the media and campaigns you have chosen reach your target audience? Is your promotional strategy consistent with the tasks to be accomplished – e.g., bringing people into the business (or web site)? Check for overall consistency!